We all know the important role marketing plays in brick-and-mortar retail. It can be tempting to buy into the idea that products and fancy packaging speak for themselves, but this line of thinking may be costing you big. Enter point-of-purchase (POP) marketing.

Traditional marketing works to help consumers evaluate products or service options and decide whether to make a purchase or peace out. There are various methods for accomplishing this, but they have the same goal in mind: using words and images to persuade them to buy.

Point-of-purchase marketing, however, is a bit different; sure, they’re designed to inspire a purchase, but they are strategically designed for grab-and-go items and placed in the highest-trafficked parts of the store. Especially in areas where shoppers are already susceptible to last-minute sales influence, POP displays help retailers harness shoppers’ inherent responsiveness to their own curiosity and impulse.

Small Footprint, High Traffic

The name alone, “point-of-purchase marketing,” is a clue as to one of the most effective ways to utilize these units: place them anywhere your customers go to make their purchase. If your shoppers frequently stand in line, set up POPs and tempting impulse items where they wait — especially small inexpensive items.

Anyone who’s shopped at a Sephora cosmetics store knows how effectively they use POP marketing. Along the length of their checkout line sit displays featuring small travel-size — and low cost — items that shoppers literally cannot avoid seeing while en route to the register. Have you ever wondered why this is so effective?

• It’s not about convincing customers to make a purchase; they are already in line and ready to hand over their money, thus more likely to buy an additional product – especially if that product won’t significantly increase the total price of their purchase.
• Placing relevant items in your customers’ path can serve as an effective impulse-purchase trigger or reminder. Displays for water-based lubricants offer customers a convenient way to grab a sensual item they already use, prompting them to stock up on staples.
• An engaging display lessens the likelihood of customers walking out empty handed after seeing a long line at check out by transforming the typically unpleasant waiting experience into a continuation of the shopping fun.

While displays at or near the register are effective, you have myriad opportunities to employ POP marketing throughout your store. Displays placed at various points around your sales floor, like endcaps or next to complementary products, can help boost sales not only by inspiring low-cost impulse buys but also promoting cross-sales.

Easing the Fear of Commitment

Fear of the unknown often can keep customers from purchasing new or unfamiliar products, which is why I recommend customers display a pillow pack POP next to full-size containers of the same product. Rather than invest in a large bottle of something they might not like, they can pick up sample sizes and test them out first.

This is great for repeat sales and return customers, especially when they are ready to come back for the bigger size – and maybe a sex toy to match!

Create a POP Pop-up

The pop-up shop concept, where a company temporarily sets up shop in another retailer’s establishment, has become increasingly popular in recent years. These pop-ups help create excitement on the store floor with an engaging presentation and, knowing it won’t be there for long, a sense of urgency to purchase before product runs out.

For example, a store might feature an “All About Oral” pop-up shop that features flavored lubricants, mini vibrators, positioning props, and more from a variety of brands. In this pop-up, a retailer could utilize oral sex enhancers together with mini vibes and oral sex-centric accessories with impressive results.

Shoppers may have come into your store to pick something else up, but this kind of eye-catching marketing inspires additional purchases and may even help start a conversation with a staff member. During higher-traffic sales seasons, like Valentine’s Day or Halloween, giving these POPs a theme also adds a visual element that puts shoppers in the holiday spirit.

Unspoken Sales

Possibly the most effective use of POP displays is to help communicate sales features and benefits using a small amount of space and no need for a salesperson to follow a script. This is especially useful for smaller stores that don’t have the need for a large staff — effective POPs not only attract attention and inspire a purchase, they also clearly and effectively tell curious shoppers exactly why they must take this product home today.

Supercharge Sales With Point-of-Purchase Marketing by Autumn O’Bryan originally appeared in XBIZ

December is a magical time of year — and honestly, my favorite season of the year. I always look forward to Q4 from both a business and personal perspective. Businesswise, we typically see 8% to 16% growth over Q3 revenues. On the personal side, Q4 signals the arrival of Halloween, my birthday, Thanksgiving and then Christmas.

WHAT’S NOT TO LIKE?

Q4 is typically also when we see our merchants kick their online promotions into high gear. From Black Friday to Cyber Monday, Christmas and New Year’s specials, our clients are all looking for ways to juice their business along with their holiday cocktails. But why limit your business to Q4 holiday sales and promotions? This month, we offer up three ways to pump up sales volume beyond the traditional holiday season.

GIVE THE GIFT OF SINGLE-USE PROMOS

It’s common for merchants to offer specials to anyone who lands on their site. Many use a targeted approach as a way to build their customer base. That’s why we touch base with our merchants several times throughout the quarter, reminding them to have their promos in place. These friendly reminders help prevent everyone and everything from getting backed up the day before a big holiday with client requests. Targeting your promos has also proven to be helpful. Even payment processors provide offers like a single-use promo which allows customers to enter a promo code one time to take advantage of a special offer. If you need help targeting promos, there is affiliate software available that can help simplify the process.

PREPARE FOR THE HOLIDAY HANGOVER

It never fails: After the “holiday high” comes the “New Year’s low.” Everyone feels it once the holidays pass. Many of us see the change in sales as they either hold flat or are slightly off from the peak December numbers. This is due to the holiday being over and consumers feeling a little stressed that they might have spent too much on gifts or on other fun stuff. To make sure your investment in Q4 converts, you need to have solid risk management in place and upfront. This will ensure the transactions don’t refund and charge back in the new year.

We encourage our merchants to take advantage of 3D Secure to provide extra validation on their transactions. We also suggest going above and beyond on consumer notifications. This simplifies the process of reaching out and canceling a membership. Because we know no one wants to lose a customer, we encourage merchants to set up retention offers to help keep new members activated after the holidays. One technique proven to be successful for us is incentivizing our call center reps to save sales and present new offers. We’ve also seen positive results from our self-serve support site when they present these retention offers at the time a consumer requests to cancel.

CELEBRATE THROUGHOUT THE YEAR

You really can keep the holidays rolling all year long. There is literally a special recognition day for just about every single day of the year! According to the National Day Calendar, there are over 2,500 holidays listed. Some are silly but some allow us to reflect on cultures, animals, religion, professions and more. You could easily come up with promos for many of these “special days” that relate to any business.

If your company specializes in geography or is global, there are a host of special international holidays too. We’ve seen merchants around the world notice spikes in sales due to promotions they have tied to holidays and special occasions that are country- or region-specific.

So, get a jump on your promos for 2022. Look at the calendar of “special days” and start planning your promotions accordingly. The bottom line is, there are so many ways to keep and gain new customers all year long. All you need to do is be creative beyond the traditional holidays and time your promos well. Be smart, and you’ll be saying “Happy holidays” all year long!

Keeping the Q4 Express on Track All Year Long by Cathy Beardsley originally appeared in XBIZ